Antecedents of robo-advisor use intention in private pension investments: an emerging market country example

Robo-advisor is one of the most up-to-date innovations in the financial world. So, the number of experienced users is also very limited, yet. The study investigates to reveal the components that determine the usage intention for robo-advisor by private pension investors who have not yet experienced the product in order to determine the real potential of robo-advisor. This study assimilated elements of the UTAUT “performance expectancy, effort expectancy, facilitating conditions, and social influence” and extended the model by adding in three vital elements “a need for interaction with service employees, financial risk tolerance, and trust.” A survey was conducted involving 265 investors in Turkey who have private pension investments and have experienced digital banking. The outcomes of this study indicate that the factors affecting robo-advisor usage intention in private pension investments are performance expectancy, social impact, facilitating conditions, financial risk tolerance, and trust. Also, trust positively affects financial risk tolerance. However, effort expectancy and the need for interaction with service employees have no effect on the intention to use a robo-advisor. This research can support robo-advisor service providers and regulators in designing services and improving the adoption of robo-advisors. The study should also shed light on the future of distance services.